Founded in 1946, Estée Lauder has a worldwide reputation for elegant, luxurious, skincare, makeup and fragrance products. Estée Lauder thrives on innovation and technological advances in order to create the best products and consumer experience. It was this sentiment that saw the company embrace e-commerce.
CHALLENGE: To use search marketing to drive sales via the official e-commerce site, connecting with existing Estée Lauder consumers, people looking for premium beauty products in general and niche segments such as men looking for gifts.
SOLUTION: Using extensive research on the various target audience’s seasonal and ongoing beauty needs and behavior, a search campaign was developed to reach the right people with a relevant message at the right time – be it existing customers searching for Estée Lauder products by name or a man searching for a gift for his girlfriend on Valentine’s Day.
RESULTS: The Adwords campaign achieved an impressive ROI of 400% and helped drive the growth of the online sales channel. It also allowed the brand to gain exposure to new consumer segments that may not have been reached by other channels.
Louisa Abrahams, Internet and CRM Manager at Estée Lauder said, “Google and 77Agency have been key partners in our online success to date. The Adwords campaign has driven the right type of traffic to our site and the results speak for themselves.”